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Reading the Curry Mile – a Case Study

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Reading the Curry Mile – a Case Study ! Report! 2014! ! The$contents$of$this$report$are$the$intellectual$property$of$the$ authors.$No$part$of$this$report$may$be$circulated$or$reproduced$ without$ explicit$ permission$ from$ the$ authors,$ or$ from$ the$$ School$ of$ Arts,$ Languages$ and$ Cultures$ at$ the$ University$ of$$ Manchester,$ Oxford$ Road,$ Manchester$ M13$ 9PL,$ United$ KingI dom.$ Reading!the!Curry!Mile!–! Language!Use!in!the!Linguistic Landscape!of!Rusholme,!Manchester Leonie$Elisa$Gaiser$ 2014$ $ $ $ $ $ $ $ $ A$dissertation$originally$submitted$to$$ the$University$of$Augsburg,$Germany$ $for$the$degree$of$Bachelor$of$Arts$$ $ Table of Contents 1$ Introduction .................................................................................................... 1$ 2$ Approaching Linguistic Landscape ............................................................. 3$ 2.1$ Towards a Definition of Linguistic Landscape ........................................... 3$ 2.2$ Authorship in the LL .................................................................................. 4$ 2.3$ Unit of Analysis ......................................................................................... 5$ 2.4$ Functions of Language in the LL – A Critical Perspective ........................ 6$ 2.4.1$ Landry and Bourhis – Informational versus Symbolic Functions ........ 6$ 2.4.2$ The Commodification of Language .................................................... 7$ 3$ Functions of Language in the LL – A Linguistic Foundation .................... 8$ 3.1$ LL as a Form of Communication ............................................................... 9$ 3.2$ Functions of Language – A Cognitive-Sociolinguistic Perspective ........... 9$ 4$ Reading the Curry Mile – A Case Study .................................................... 11$ 4.1$ Research Objective ................................................................................. 11$ 4.2$ Methodological Considerations ............................................................... 12$ 4.2.1$ Survey Items .................................................................................... 12$ 4.2.2$ Internal Variables of Signs ............................................................... 15$ 4.3 Research Area and Fieldwork – The Curry Mile ........................................ 18$ 5$ Language Use on Signs in the Curry Mile – Quantitative Findings ........ 20$ 5.1$ Top-Down Items ...................................................................................... 21$ 5.2$ Transgressive Items ................................................................................ 22$ 5.3$ Bottom-Up Items ..................................................................................... 22$ 5.3.1$ Language Use across Domains ....................................................... 25$ 5.3.2$ Language Use Outside and Inside Establishments .......................... 25$ 5.4$ An Initial interpretation ............................................................................ 26$ 6$ Language Functions in the LL – A Qualitative Perspective .................... 29$ 6.1$ Language in the LL - An Expression of Identity and Authenticity ............ 29$ 6.2$ Commodification of Language and Detachment of Ethnicity .................. 31$ 6.3$ Monolingualism on External Signage ...................................................... 33$ 6.4$ Minority Languages in the LL – A Means of Communication .................. 35$ 6.5$ Language Functions and Reader-Dependency ...................................... 36$ 6.6$ The Functions of English in an Anglophone Context .............................. 39$ 6.7$ Language-Contact and its Functions ...................................................... 41$ 7$ Discussion .................................................................................................... 43$ 7.1$ The LL and Ethnolinguistic Vitality .......................................................... 43$ 7.2$ Language Use and Functions across the LL .......................................... 43$ 7.3 The Functions of Languages as Gradient Features ................................... 45$ 8$ Conclusion ................................................................................................... 48$ 9$ Bibliographical References ........................................................................ 51$ 10$ Appendix ..................................................................................................... 55$ 1 Introduction Walking through the city, one is confronted with a variety of languages in multiple forms and functions. Since it is visually omnipresent on commercial signs, leaf- lets, T-shirts or advertising on vans and buses, written language considerably marks the public space. While ordinary passers-by are usually not fully aware of it, scholars have in the last decades devoted increasing attention to language use on signs in urban areas. Understanding such linguistic landscapes as “complex indexes of source, addressee, and community” (Collins/Slembrouck 2007: 335), it becomes evident that their investigation is extremely useful in various fields and for distinct purposes. Originally, the term linguistic landscape was used to refer to the more gen- eral linguistic situation of a particular area, describing the presence and use of languages in a given region, city or country. Kress and Van Leeuwen (2006) turn their attention to the term itself and note its revealing etymology, illustrating the dynamic character of the linguistic landscape (henceforth LL). “While to the casu- al beholder a landscape simply is, and may even have a timeless appearance […], it is in fact a product of social action and of social history, of human work on the land, on nature: -scape, with its relatives to shape in English and schaffen (both ‘to work’ and ‘to create’) in German, indicates this” (Kress/Van Leeuwen 2006: 33). Similarly, new texts may be added to the LL, while other signs may be removed; hence, it is a phenomenon that is subject to constant re-shaping by a wide range of legal, social, economic, cultural and even emotional factors. Particularly in areas where a variety of ethnic groups interact, publicly displayed language and script can be understood as a negotiation of identity. Thus, the LL seems to be much more than written communication of factual information. Moreover, “foreign language use is far from being a kind of emotionally ‘neutral’ facet in language contact settings” (Haarman 1989: 53). Previous research has indeed acknowledged the symbolic values of lan- guage on signs, but many approaches adopt a rather limited perspective. The varied motivations and incentives possibly influencing the sign-producers’ linguis- tic choices have not yet been adequately investigated, neither have those mean- ings that may possibly be ascribed by the reader been explored. In a multilingual environment, several languages play distinct roles in social interaction, and the mere act of choosing language and script choice is to be re- garded as highly indexical in itself. Likewise, the recipient is an essential partici- pant in LL communication and deserves particular attention. Hence, a participant- 1 oriented and contextualised approach investigating language use on individual signs seems necessary to determine the functions of language in the LL. This paper presents a case study into the functional aspects of language choice in the linguistic landscape of the Curry Mile in Manchester, UK. Basing interpretations on a quantitative analysis of language use on signs in the study area, it will be investigated whether patterns of language choice can be linked to the types of sign-producers and domains. It is the aim of his paper to reveal the various dynamic functions of language; it will be analysed to what extent certain languages for certain viewers function as a means of communication, while oth- ers, in the given context, seem to be used mainly for symbolic functions. A char- acteristic feature of the present study is the analysis of written language use in- side local establishments in addition to written language that can be seen from the streets. The subsequent chapter is concerned with the general concept of linguistic landscape. It provides an overview of the existing literature and presents some of the parameters and methodologies most relevant to this study. Providing the sci- entific basis of the present research, it will then be dealt with the abovementioned linguistic theories in relation to the LL. After this, a definition of the research ques- tions resulting from the objective of this paper will be presented, and the estab- lished methodology is explained before the paper turns to the findings of the study. The first goal of the paper is to develop an approach that can do justice to the complex interplay of factors influencing the functions of language in the LL, an investigation of which is the main purpose of the present research. It will first be analyzed which languages and scripts are present in the LL of the Curry Mile, and to what extent this reflects the linguistic situation of the area. Quantitative analyses of the collected data relating language use to domains and the signs’ direct context provide a basis for the micro-level analysis of the most representa- tive signs. In the qualitative investigation, special attention is directed to the sam- ple of commercial bottom-up signs. The final aim is to explore whether for certain readers, certain languages play particular roles in the LL of the Curry Mile.
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